The mobile network operator EE, (previously known as Everything Everywhere), has unveiled a first multi-million pound TV ad campaign starring Hollywood actor, Kevin Bacon. The campaign, devised by Saatchi and Saatchi, heralds the launch of EE”s super fast 4G mobile network, the first to appear in the UK.

The ad campaign, which broke on November 2nd, is based on the game “six degrees of Kevin Bacon”, which theorises that anybody in the world is just six connections away from the actor. Bacon will appear in various ads, including a cinema spot that will see him re-enact roles from films such as Apollo 13 and Footloose. The campaign strapline is “the new network for your digital life”.

The TV and cinema ads will be supported by activity on digital out of home media, Facebook, Twitter, LinkedIn, YouTube and other online platforms. While Saatchi & Saatchi handled the creative work, the digital and social elements were created by Poke.

To view the ad (which was filmed in Lewes, Sussex), click here